Judith Richards, MBA

Visiting Professor

Judith Richards, MBA, has worked as a visiting lecturer and adjunct professor at California Lutheran University’s since 2008 in the School of Management, where she teaches Marketing Theory, Principles of Marketing, International Marketing, and Integrated Marketing Communications. She is also the founding professor for the Negotiation and Conflict Management class offered in the MBA/MPPA programs, a class which she was asked to create. Richards enjoyed an exciting 20+ year career working for Fortune 200 corporations as Vice President of Sales and Marketing. In this position, she managed responsibilities related to consumer sales, marketing communications, marketing research, client relationship management, product development, advertising, training, event marketing, operations and internet marketing. Going one step further, Richards developed credentialed training programs for sales and marketing representatives and executives that included negotiation, product, presentation and sales skills.

Based on her career experience as a marketing practitioner, she strives to provide real-world learning opportunities for students. In one class where the students read a case study about Burger King, Richards used her extensive professional network to bring in an Account Executive from their Ad Agency of Record, Crispin, Porter and Bogusky, to present to the class. Student groups in her International Marketing course created an actual global marketing plan for a European company’s expansion into China. Students presented the plan to the CEO, Brand Manager, Co-owner and Sales Manager.

Past recognition included a President Circle Award, which was bestowed upon her for embracing the values and contributing to the success of a Fortune 60 Company. In addition, Judith was honored as Sales Executive of the Year. She was also appointed Vice-Chairperson of the Ventura County Employer Advisory Council, State of California. Also, Professor Richards formerly served on the Board of Directors, Executive Committee and as a Corporate Officer for the American Red Cross. As Chairperson of the Strategic Committee, she provided strategic oversight, consultation and leadership to the CEO.

She is president of her own marketing and healthcare consulting firm and has consulted with Fortune 100 companies. As a marketing consultant, she continues to help clients develop marketing plans, promotional campaigns and launch new products that increase both sales and retention. In addition, as a healthcare consultant, Richards assists her individual and small group customers navigate the complex healthcare system and she negotiates on their behalf.

Richards and her co-author have presented papers on Negotiation Self-Efficacy relating to higher education, multi-cultural environments plus gender-based learning needs among entrepreneurial women at venues including: The 2013 American Marketing Association Summer Marketing Educators’ Conference, the 2013 United States Association for Small Business and Entrepreneurship (USASBE) and the 2014 World Universities Forum. Also, they have trained entrepreneurial women in California and Kenya on negotiation skills. Richards enjoys pursuing her passions, including teaching plus travel, and these passions continue to enhance her professional development. In her travels to Europe, Southeast Asia, and Asia Minor she has studied cultures and global marketing opportunities. Her academic credentials include a MBA degree from Pepperdine University. Judith completed the Director Training Program at UCLA where she obtained Institutional Shareholder Services certification.